Branding Bad (they can’t all be winners, ok?)
As part of a partnership with AMC to support the final season of Breaking Bad, Urban Outfitters launched a multifaceted campaign that included a sweepstakes, original video, blog content and an in-store autograph signing with Aaron Paul during Comic Con in San Diego. I was the lead writer for the project, and traveled to San Diego to help coordinate the in-store event and produce content for the UO Blog. The event was a huge success, driving business to the San Diego store, generating buzz online and strengthening UO's relationship with an important corporate partner.
2018 Footnote: Aaron Paul’s Breaking Bad character, Jesse Pinkman, had a bit of a zeitgeist-conquering catchphrase thing where he would say “bitch” a lot. His character was troubled. It was a dark show! Anyway, NSFW, sorta. And apologies for any wrong-minded connotations.
